Zheng Yaonan: Underwear Market Is Mixed And Messy, Everyone Is Fighting.

China is now in the stage of enlightenment and awakening.

The overseas market is the long-term strategic layout of the company, which may not produce any effect in the short term, but we will intervene in the market in the wake of the awakening.

We are preparing for the layout, but we can not talk too thin. We plan to join the chain and work with local enterprises to jointly develop the market.

Zheng Yaonan: Yes.

The three or four line market in China is the most profitable place and the largest number of shops. A second tier city is a good opportunity for us in the future.

Now we have become more famous and need to be pformed into loyalty and reputation.

We will layout in the first and second tier cities and enter the local Shoppingm all, with more gradient construction.

What we need to do is "small and beautiful". Chinese consumers are so complicated that they need to communicate with consumers with different product structures. It is difficult to open the Chinese market by only one product category.

If a county in Henan is different from the Pudong District in Shanghai, the business of doing the same kind of goods can not be done.

So our store in Henan will be 50 square meters, brightly coloured, and more petty in Shanghai, more elegant in color, and personalized marketing.

Zheng Yaonan: the opportunities for high-end underwear market are great. Nowadays, the middle class consumers begin to value products that are good for themselves and are very concerned about their health.

The goal of our high-end underwear is to be the top three in the next three to five years.

Ordifen, the company's sixth high-end underwear, has long been the number one high-end underwear.

High end underwear is all in the layout, now the top ten brands have been formed.

We may also have more than Ordifen underwear brand. After all, Ordifen can not represent the needs of all high-end underwear consumers, and there may be new brands entering.

We need to develop more brands in the future.

High-end

To do poorly is actually a channel change and consumer positioning.

Some brands are getting old, and consumers are getting older along with brands. New consumers do not get into brand positioning.

After I took over Ordifen, the first step was to make the brand younger.

Channels should also follow the consumer, from Monday to Friday did not have time to shop on the electricity supplier to buy.

At the end of the week, the middle class went out to dinner with their family members, and went shopping in Shopping m all.

Reporter: the outside world thinks that the model of city beauty is very special.

Zheng Yaonan: we spent 7 years building the company's IT system. Every store installed equipment, every hour of consumption was recorded, and finally the consumption preference.

Today, the company sets 5 shop types, divided into high and low end, divided into North South market, a total of 25 stereotypes.

Each dealer has personalized service, what products to be set up, we have supervision and follow up, and data for reference.

The "spot replenishment" mode was adopted. Last week, the shop sold 10 items, and this week it made up 10. Last week, it sold 5 units and sold 5 this week, so our stock rate is very low, which is different from the previous 6 month advance order mode.

The newly opened shop is equivalent to having an ID card, which is based on the sales history of this type of shop in the past.

And 6 months after the opening of the store, if the company's judgment error can be returned, then the goods that go back to the store are suitable for your market. In the future, your product is to achieve rolling replenishment.

Basically, 80% of the goods are suitable for you, and the remaining 20% are not suitable for us to sell out in the five quarter.

Spring, summer, autumn and winter are divided into four seasons, each product plays different roles in different seasons, such as spring is a profit, summer is "profit cash", autumn is cash recovery, discount is deeper, winter is on the shelf, at the beginning of second, it is cleared.

In this process, the company will make sales promotion according to the fluctuation of sales.